Picture of Wendy DeLaRosa

Wendy De La Rosa

Co-Founder,Common Cents Lab

Wendy De La Rosa is a co-founder of Common Cents Lab, where she uses behavioral science to help people make better financial decisions. Her work has been published in Scientific American, PBS Newshour, Forbes, and Tech Crunch. In addition, she was recently named a Forbes 30 Under 30 honoree and a Daisy and Paul Soros scholar. De La Rosa is also a Ph.D. at Stanford's Graduate School of Business focusing on consumer behavior.

Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. De La Rosa was also a researcher at The Wharton School at the University of Pennsylvania where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.

De La Rosa holds a B.S. in Economics with a concentration in Management and Finance from The Wharton School at the University of Pennsylvania. She graduated summa cum laude and Phi Beta Kappa. She also holds a M. Phil in consumer behavior from Stanford's Graduate School of Business.

In her spare time, De La Rosa leads two monthly behavioral economic reading and discussion series in New York City and San Francisco.


A Conversation With Wendy De La Rosa